POM Wonderful goes millennial with summer tea campaign


We’re a little late with this story, but it’s way too cute not to cover. POM Wonderful has launched its latest digital campaign to promote the brand’s line of Antioxidant Super Teas: Some Things Are Better Together.

The digital campaign, designed to appeal to a millennial audience, is inspired by cute and fun internet memes of animals (who can actually pass up internet memes of cute animals?) in unlikely situations and ultimately showcases that some things are better when they’re put together, like a cat on a Roomba, or a pug in a stroller, just like tea and POM Wonderful.

The campaign is supported by a social media push across Facebook and Instagram and for the first time, the brand is utilizing Instagram Stories and branded posts on Snapchat as ad placements, appearing as users swipe between stories.

To kick off this summer campaign, POM Tea pushed goat yoga aside (yeah, who needs goats?) and hosted the first-ever Sloth Barre class at Barre Belle studio in Los Angeles, proving two great things, sloths and barre class, are even better when they’re put together.

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The beloved Lola the Sloth (same one Kristen Bell virally met on The Ellen Show) was in attendance to meet guests –including notable reality star Ashley Iaconnetti of The Bachelor and actress Ali Landry– and work out with the group while hanging on barres.



There are also fun gifs to hit the millennials where they live – on social media:





In addition, the multifaceted campaign includes a robust influencer program partnering with millennial influencers to create social media content throughout the summer.

But hey, I want to take a Sloth Yoga class! Congrats to the Wonderful Agency!

Source: Pom Wonderful

Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.